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amul brand strategy


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aamul brand strategy..

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amul brand strategy

  1. 1. Amul products have been in use in millions of homes since 1946.Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, AmulChocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk andAmoolya have made Amul a leading food brand in India. Today Amul is asymbol of many things. Of high-quality products sold at reasonable prices. Ofthe genesis of a vast co-operative network. Of the triumph of indigenoustechnology. Of the marketing savvy of a farmers organization. And of a provenmodel for dairy development. It is a brand name managed by an apexcooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF), which today is jointly owned by some 2.6 million milk producers inGujarat, India.
  2. 2. Name Character/ Mascot Logo Brand Element URL Tagline/ Slogan Jingle1. Brand Name: “Amul” is the acronym of Anand Milk Union Limited.2. The Logo:3. The Tagline / Slogan: “The taste of India”4. The Jingle: Utterly, butterly, delicious…..Amul.5. The Character / Mascot: The Amul moppet has been the mascot of Amul since 1967, sporting a young girl in red polka dot frock with utterly butterly delicious’ jingle.6. The URL:
  3. 3. •Amul pure ghee •Nutramul•Amul •Amul shakti •Amul cooking •Amul ice creampasteurized health food butter •Amul Shrikhandprocessed cheese drink •Amul malai paneer •Amul mithai•Amul cheese •Utterly delicious gulabjamunspreads pizza •Amul chocolates•Amul emmentel •Masti dahi •Amul lassicheese •Amul basundi•Amul pizzamozzarellacheese•Gouda cheese
  4. 4. •Margarine •Amul kool •Amul spray •Amul fresh milkAmul butter milkshake infant milk •Amul gold milk•Amul lite •Nutramul food •Taza double toned•Delicious energy drink •Amul instant milktable. •Amul kool full cream •Amul lite slim and flavoured powder trim milk bottled milk •Sagar •Amul fresh cream •Amul Masti skimmed milk •Amul shakti spiced powder toned milk buttermilk •Sagar tea, •Amul •Amul kool coffee whitener calciplus thandai. •Amul dairy whitener
  5. 5. Category Market share Market position Butter 85% 1 Milk powder 40% 1 cheese 50% 1 Ice- cream 24.75 2 Sweets 50% 1Chocolate drinks 90% 1 chocolates 10% 3
  6. 6. FarmersVillage Village Local Milk Sold toCooperative Cooperative Restaurants/Other Village &Societies Societies (with Milk related Local Residents(without Chilling Chilling Units) businessesUnits) Network Milk Processing Chilling Plants Services Union & * Veterinary Warehouses Services * Animal Warehouses Husbandry * Animal Feed Factory * Milk Can Wholesalers/C&S Producers * Agriculture Retailers Home Delivery University Contractors * Rural Mgmt Institute * Trucking CONSUMERS CONSUMERS Facilities
  7. 7. • AMUL sponsored the Singing Competition AMUL Star Voice of India, Amul music ka maha mukabla